LAUNCHING IN NEW MARKETS

CONTINENTAL REINSURANCE

The Challenge

Continental Re (CRe) is a pan-African reinsurance company headquartered in Lagos, Nigeria. CRe partnered with leading private equity firm, ECP to fund its pan-Africa expansion.

Gong was tasked with refreshing the entire suite of marketing assets from web site to annual report to make the brand as crisp and cohesive as possible.

From its base in West Africa, CRe wanted to expand its reach into the dynamic East African market by opening an office in Kenya to target insurance companies in Nairobi. This followed a new office opening closer to home in Cote d’Ivoire.

The Strategy 

Gong rolled out the branding to signpost a dynamic new phase of growth. We then set up a series of well attended events, which helped kick start media outreach to generate high profile coverage.

The Outcome

The launch events, each for over 100 guests were well attended by industry influencers and commentators. Follow on PR included coverage of new appointments, interviews in South African, pan African, Francophone and international insurance and business press.

Gong is currently working with CRe on managing and promoting an annual competition for insurance journalism with events across Africa and in London.